NRMA Parks and Resorts Used VWO to Test Price Framing and Improve Booking Conversions
About NRMA Parks and Resorts
NRMA Group is one of Australia’s largest member-owned organisations, serving 3.5 million members. The group spans roadside assistance, NRMA Parks and Resorts, SIXT car rental, and several travel and tourism businesses across Australia. NRMA Parks and Resorts alone runs over 40 holiday parks across the country, which makes the booking experience a critical part of the member journey.
For a brand of this size, even small friction in the booking funnel adds up fast. NRMA Parks and Resorts used VWO to identify and fix friction points through structured experimentation.
Why VWO?
With close to 20 years of experience in CRO, I’ve worked with many of the leading experimentation platforms, and my overall experience with VWO has been extremely positive. What stands out most is how intuitive the platform is to use, combined with how strong its out-of-the-box experiment measurement is compared with other market-leading tools. VWO does a far better job of streamlining that process, giving teams greater confidence in the readout and allowing us to spend less time validating the maths and more time focusing on insight generation, decision-making, and roadmap action.
Ben Hoefel
Product Owner
Goal
The CRO team at NRMA Parks and Resorts wanted to reduce friction at key decision points in the booking funnel and convert more visitors into buyers. The question was where exactly that friction was coming from.
Observations
As part of the initial research, the CRO team conducted a competitor analysis to examine how leading travel and accommodation brands presented their pricing.
The team noticed a consistent pattern: many of them showed an average nightly rate at the decision stage rather than the total booking cost. It wasn’t a coincidence. Showing a smaller number at a decision point lowers the psychological barrier to clicking through, even when the total cost stays the same.
That observation pointed to a specific question about their own funnel. Was the way pricing was displayed creating hesitation that had nothing to do with the price itself?
Tests run
Hypothesis:
It was hypothesized that if the team shows the nightly rate instead of the total cost, the price feels easier to process. The offer and value don’t change, just the number they see.
Changes implemented:
The team ran an A/B test using VWO Testing – Web. The control showed the total booking cost at a critical point in the funnel. Accurate, but a higher monetary figure landing at a moment of consideration tends to trigger more scrutiny.
The variation reframed the same price as an average nightly rate. No change to the offer and no change to the economics of the booking. Just a different way of presenting what the customer was already paying.
Results
The test ended with the variation winning against the control. The Add-to-Cart increased by 68% at 100% statistical confidence. That alone validated the core hypothesis: the friction wasn’t about the price; it was about how the price was being processed by website visitors. The effect didn’t stop there. More users progressed into the first step of the multi-step checkout process, increased by 19% at 96% confidence, and purchases increased by 18% at 98% confidence.
Feature spotlight
The feature I’ve found most useful is VWO AI and its ability to surface patterns and accelerate interpretation of test results, because it helps us move more quickly from raw experiment data to actionable insights. Rather than replacing our analysis, it acts as a strong assistive layer by helping summarise performance trends, highlight meaningful differences between variants, and speed up the synthesis of learnings that we can feed back into our roadmap. For us, that has been most valuable after a test has run, when the priority shifts from execution to understanding why a result occurred and what to do next.
Ben Hoefel
Product Owner
Conclusion
A single framing change, with no alteration to the product or the price, delivered gains at the checkout stage of the booking funnel.
NRMA Parks and Resorts didn’t redesign the experience or change the offer. They changed how value was communicated at a critical moment in the customer journey, and conversions improved across the board.
VWO gave the team the infrastructure to run and validate the experiment with confidence. Start your 30-day free trial of VWO and see what a structured experimentation approach can do for your booking funnel.
Location
Coolangatta, Australia
Industry
Hospitality
Experiment goals
Convert more visitors into buyers
Impact
18% uplift in purchases
